Tag Archive for: media relations

3 Great Ways to Leverage a CPG Product Launch Media Coverage

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CPG product launch media coverage is vital to successful CPG product launches. A product launch is an important event for any company – and even more so for consumer packaged goods (CPG) companies. Successful product launches can result in increased market share, brand awareness, and sales. And while there are many different ways to execute a product launch, using public relations (PR) is often a smart strategy. Here are three great ways to use PR for a CPG product launch.

One key strategy regardless of how you product launch: for consumer products, it’s exceptionally important that your consumer product launch media coverage and marketing stand out in the competitive environment for consumer attention. 

 

  1. Secure Early CPG Product Launch Media Coverage & Stay Consistent

For any new CPG, consumer trust is a prerequisite for great sales. Consumer PR leads in trust, so it’s important that consumer packaged goods companies secure early coverage to build consumer trust, awareness, and excitement for their cpg product launch PR. 

Traditional tactics would include samples and a press release. A more modern PR approach is a well-developed, and SEO-optimized media sample kit and specific information a journalist needs to write a winning review of the new product. If you’re pitching digital outlets or podcasts that aren’t generated months in advance, another approach is pitching consumer reporters on-trend stories that will include your product as an example. Securing coverage in the early stages of a product launch will help to set the tone for the campaign and generate excitement among consumers and retailers.

Plan on aggressive PR focusing on earned media throughout the first year. If you’re satisfied with market share after the first year, you may consider moving to more brand awareness PR vs. earned media CPG PR. 

 

  1. Execute A Distinctive Social Media Strategy

Social media is a key channel for consumer packaged goods companies to reach their target audience. Think about how your target demographic uses social media, especially their interests. From there, think of content your target audience would particularly appreciate and where the content will work best. For example, you may have a video for Facebook and YouTube because the content is best suited to the ways your customers use those platforms. On the other hand, you may do something different from Instagram and TikTok. It’s truly time for CPG companies to think beyond the traditional influencer campaign. Be creative. For example, Bounty towels recently hired influencers to put Bounty in the background of their videos – this is a twist on product placements. P.S. be sure you stay out of hot water with the FCC and be sure to disclose the relationship. Always consider how your content can create newsworthy buzz to get extra mileage and earned media. Contests and giveaways can also be incorporated to generate consumer interest around the product launch.

 

  1. CPG Product Launch Media Coverage Boost: Leverage Paid Media

Consumer packaged goods companies should consider leveraging paid media to support their product launch. Again, think creatively and be sure your campaigns align. For an extra dash of newsworthiness, consider incorporating your purpose, or another extension of your brand. Consider paid media outside of traditional print, TV, and radio, and dig deep into target markets with paid placements in locations that specifically resonate.  Paid media helps you quickly and generate awareness for your product launch, and when paired with high-trust PR tactics, paid media can be the conversion point that drives additional sales. 

 

While there are many other strategies and tactics that consumer packaged goods companies can use to support a product launch, these three strategies are a good place to start. By executing a solid consumer packaged goods PR strategy and supporting it with paid media, consumer packaged goods companies will be well-equipped to win the consumer product launch battle.

Since our inception, we’ve been helping consumer packaged goods companies win the launch of their new products. In that time, we have learned many critical elements to a successful consumer packaged goods PR campaign. While there are many strategies and tactics, here are three simple things you can do for your next CPG product launch. 

Read more about our previous work here.

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PR Success: 3 Tips

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Plan for public relations success with these critical 3 tips

A little advance planning can make all the difference between public relations success and public relations frustration.  Public relations is increasingly important for companies and there’s nothing like a new year to give your brand and company a fresh image. PR firms are here to be your partners in success. As you pull levers for world domination next year, lean on your  PR firm so that together you’re on the same page about how you mutually define success, this is especially important for emerging industries and fast-growing brands. Here are 3 tips for working with a PR firm or formulating your in-house PR plan.

1.Determine Your Measurable PR Goals for Public Relations Success

PR success comes when there’s absolute clarity about goals. Your PR goals should match your business goals; make sure your PR firm knows how you’re REALLY defining success. Don’t hide your perspective from your PR firm and expect that the results you want will magically appear.  Make sure your  PR goals align and support your activations, product launches, and partnerships.

PR and marketing goals and KPIs should be:

  • Measurable
  • Attainable
  • Relevant

The two most important considerations when defining your goals is ensuring that they are measurable and ambitious enough to be significant but attainable with your budgets and efforts.

Measuring your PR and marketing efforts should include a baseline so you can track improvement. If you don’t have a baseline, you may need to evaluate how you will measure success and it may require something like an industry average or an industry survey. At Avaans, we include a number of KPIs during our monthly reviews, these KPIs are tracked the same way every month, so over time, we can really pinpoint what works and what doesn’t for each brand. We’re completely transparent with our clients about how we came to those KPIs and why they’re essential for us to track internally for cannabis PR success.

Attainability is an important KPI. If you’re shooting for the stars, make sure all your assets are in place to support that goal. Assets also include time and brainpower.

There should be KPIs for marketing and KPIs for PR that have crossover. For example, new website visitors, inbound links to your website, both of those metrics will be impacted by both PR and marketing initiatives.  Sometimes we hear people say that they don’t want to give PR and Marketing joint KPIs because they feel it reduces responsibility, but when your KPIs are aligned with your overall business goals that encourages your PR firm and marketing agency to work together to accomplish the company’s mission-ultimately it’s not about pitting one set of KPIs against one another, it’s about achieving success and measuring respective impact.

2. Define Your Target Audiences

As a PR firm that works with highly ambitious brands, we often hear goals like “We want to be featured in XYZ publication.”

When a single piece of press helps secure millions of dollars in funding, throwing all your efforts at securing that press is worth almost any PR and activation fees. That’s a great goal, so consider who your ultimate audience really is for any publication so you can set yourself up for public relations success. Many times, public relations success is defined by a share of voice within a specific audience.

Your audiences may be in the B2B space; they may be consumers, they may be investors, or partners. Be clear on who you’re trying to reach with each KPI and objectives-share your objectives with your PR firm, so they’re clear on where you REALLY want to be.

Sometimes earning national press, even when you’re only in a few markets, is strategic as the audience is potential investors or industry partners who like knowing that the brands they’re partnering with have enough clout to secure national coverage.  Alternatively, you may want to show that your brand is well received by multiple consumer types, in which case you may wish to have press in particular interest verticals.

3. Plan for Public Relations Success and Budget Your Activities

Public relations is an incredibly broad level to pull. Within your budget, you should be allocating events, sponsorships, social media, media relations, and asset/owned media development.

Chances are, in order to reach your pr and cannabis marketing goals, you’ll need to execute on some initiatives.

And, you’ll need a corresponding budget for these activities. A good marketing and public relations firm can help you allocate your budget to match your objectives.

At the very least they can tell you how to best allocate an over-all budget or at least inform you of best practices and first steps. A great example of this is events – events can be held for all sorts of objectives, from customer appreciation to media awareness. While both of those objectives MIGHT turn into earned media, it’s important you consider what it will take to earn press coverage on an event, before you spend the money on an event. Sponsorships are another area where the activation is an important marketing objective, but PR may be able to help you define some ways to use your sponsorship in a way that improves your industry image or earns you media coverage.

Need Some More Direction? Give Us a Call

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Google’s Latest Product Review Update Means for Consumer Products PR

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Google once again updated its Product Review Update for 2022. Google’s Product Review Update and consumer PR are closely tied. Yet, for many CMOs and PR people, this update falls below the radar, but it has big implications for consumer products, consumer tech and household goods PR, SEO, and marketing, so it’s important to pay attention. Last year, we covered Google’s views on product reviews too, so if you read last year’s piece, some of this may sound familiar.

[5 minute read]

The April 2021 Google PRU provided these guidelines for reviews and consumer PR:

  • Express expert knowledge about products where appropriate? 
  • Show what the product is like physically, or how it is used, with unique content beyond what’s provided by the manufacturer?
  • Provide quantitative measurements about how a product measures up in various categories of performance?
  • Explain what sets a product apart from its competitors?
  • Cover comparable products to consider, or explain which products might be best for certain uses or circumstances?
  • Discuss the benefits and drawbacks of a particular product, based on research into it?
  • Describe how a product has evolved from previous models or releases to provide improvements, address issues, or otherwise help users in making a purchase decision?
  • Identify key decision-making factors for the product’s category and how the product performs in those areas? For example, a car review might determine that fuel economy, safety, and handling are key decision-making factors and rate performance in those areas.
  • Describe key choices in how a product has been designed and their effect on the users beyond what the manufacturer says?

 

What Will Google’s Product Review Changes Mean for 2022?

No doubt, Google’s PRU and consumer PR play in the same sandbox. Savvy editors will look at their product coverage with fresh eyes because this can be a huge impact to large publications with lots of reviews content. Today’s editors are more than content strategists, they’re expected to incorporate SEO considerations into their coverage as well. In the April 2021 Google Product Review Update (PRU), Google announced it would reward in-depth review articles that showed extensive knowledge of the product and context on its usefulness.

This year, it also strongly suggested that it will favor coverage that includes the writer’s own experience with the product – this could be a photos, videos, or other evidence to reinforce the product review expertise and authenticity. Google ALSO wants reviews to provide multiple sales links so the consumer can purchase at the merchant of their choice. This is reasonably good news for DTC products since they will now have a higher likelihood that they will include their URL alongside other purchasing options.

 

Earned Media: Help Journalists and Influencers Be Product Experts

The more you can do to make a journalist or influencer an expert, the better your earned media will be and the happier editors will be to include your products. For CPG companies or consumer tech companies, this means product samples should include in-depth tips that highlight product features and use cases so the reviewer can get to work quickly by experiencing the product. It’s tempting to just throw a product into a shipment the same way you do with consumers – but keep in mind, your customers have already researched your product. Developing B-roll for the product is key also, this allows your reviewer to create high-quality product video quickly. Your customers probably already KNOW the features and comparisons, but a journalist or influencer may not. We’re recommending that companies with a PR sample program get really smart about their PR sample kits. Media kits should also include several links, including major sites with affiliate programs, like Amazon. Take advantage of Google’s Product Review Update for your consumer PR.

 

Paid Coverage: Don’t Lean Too Heavily on Thin Affiliate Content

In April 2021, Google warned that thinly reviewed affiliate links would have even less authority than before – site reviews have proven. Yes, links matter, but if the entire site’s SEO depends on low-quality links, then their content and the site will not receive the much-coveted Google authority. For CPG or consumer tech or household goods brands, this is really important, because historically, your SEO and PR team would work together for affiliate links and product placement. But affiliate links will continue to be relevant for media outlets looking to diversify their revenue streams, so if you haven’t already, make sure you’re providing journalists with an affiliate link too.

Owned Media & Paid Media: Comparison Charts for the Win

It might seem counter-intuitive, but the more you can provide content as to how your product compares, the more likely your product is to be included. This is especially important for consumer product companies who are up against major household names. And if your product is well-suited to a particular niche, this is the time to exploit that. Remember, providing the context saves huge time for the journalists and makes it much easier for them to create multiple product reviews for your product.

On your website, consider these tips for your product pages too. You can’t be too helpful for Google.

Paid Media: Incorporate Branded Content Accordingly

For both your earned and owned media, keep these updates in mind to ensure your content stays fresh in the eyes of Google. Whether that’s a press release or a blog post or sponsored content, do yourself a favor and incorporate both 2021 PRU updates. And think ahead. What Google is trying to do is ensure search results match intent (informational vs. buying, for example), match the searcher’s desires. Take the high road on content – make it useful, contextual, and keep your buyer’s customer journey in mind. If your content is for those on the early side of the buying decision, then make sure your content answers common questions for early-stage buyers, if your content is for those who are ready to buy, be sure to incorporate those keywords as well. If you think ahead and remember your customer’s intent matters a lot to Google, your content can pay dividends for years to come. Regardless of who is creating the content, be sure you include keywords and the overall strategy of the document to the writer. A decade ago, SEO content could be reasonably low-quality content, so long as it was jammed with keywords. Since then, Google has been signaling its desire for high-quality content, and it’s been doubling down on that every year – product pages and product reviews are no exception. Now isn’t the time to take a shortcut.

 

2022 will be a big year for a lot of consumer products as the supply chain (hopefully) loosens up, so stay attuned to Google and make sure your SEO and PR are coordinating intentions and content. Contact us today to incorporate these important digital considerations into your PR.

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Are Press Releases Effective for Your PR?

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 That’s a question that many business owners and CMOs are asking themselves in today’s digital age. The answer, unfortunately, is not a simple one.

Before we talk about press releases, let’s take a step back and look at some basic PR knowledge and when and where press releases do work. 

Pros and Cons of Press Releases

On the one hand, press releases can be an incredibly valuable tool for getting your story out there and reaching a wider audience. They can help you build credibility with media outlets and create a positive image for your brand.

On the other hand, press releases can be quite expensive to produce and distribute, and they may not always be effective in reaching your target audience. 

Given the state of the press in today’s media-saturated environment, press releases do this: more people see them than they did years ago when people actually opened their mailboxes to find physical press releases with paper clips on them! Today’s press releases aren’t exclusive to journalists. In fact, most PR experts agree: press releases do little to gain earned coverage. Direct pitching an inside scoop is much more effective. 

But, press releases are still an effective way for organizations to disseminate news to journalists, media outlets, and bloggers in a format that is easily digestible by search engines. This allows for wider distribution of your message, which will eventually lead to backlinks and press mentions. However, if you’re looking for tangible ROI from press releases, you might be disappointed – press releases are not the silver bullet for marketing success.        

9 Reasons Why You Should Issue a Press Release

Whether or not to issue press releases is a decision that should be made on a case-by-case basis with your PR agency. If they recommend press releases, there may be a few reasons why: 

1) Well-written press releases are an effective part of an SEO strategy and improving search engine rankings. 

2) Press releases help to establish your company or organization as an authority in your field.

3) Issuing press releases can help you to build relationships with journalists and bloggers.

4) Press releases can enhance the all-important trust factor.

5) Press releases can be a way to spread the news about your company’s products and services during slow news periods.

6) Issuing press releases is a great way to stay connected to journalists and bloggers who might write or blog about you in the future.

7) Press releases can serve as “proof” that you are actively involved in your industry if someone were to call out of the blue for this reason.

8) Well-written press releases can establish thought leadership, which may help attract new clients down the road.

9) In today’s world, press releases can be powerful social media content tools — if they’re written well, quickly go through press mentions and social sharing.

A modern PR agency can help you determine whether press releases are the right tool for your organization and, if so, how to write them in a way that will garner the most attention. For more information on press releases and other aspects of effective PR, please contact us.

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5 Pre-Announcement Reputation Management and Public Relations Tips

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5 Pre-Announcement PR Tips for Reputation Management

 

If you’re ready for a product launch, a funding round, or an executive announcement, now is a good time to look at how other people will see your company when they do more research.

 

Brush up your social profiles pre-announcement. 

No matter what your brand or your industry you always want to present the best first impression, your social media are part of that first impression. Ask yourself whether they’d be OK with you lifting a quote from your Facebook or LinkedIn and using it in an article about your business?

If the answer is no, check the privacy settings and do some cleanup. While we’re at it, check your photos and see if there’s anything there that’s off-putting or off-brand.

If you’re not sure whether your first impression is on-brand, ask others you trust in business. Ask yourself if you’re believable and trustworthy to a stranger and to your target audience? What would you think of your business if you just stumbled upon it on Linkedin or another social profile? Please consider these tips as a starting checklist.

 

Reputation Management: Google Your Executives & Your Company

While we’re at it, when was the last time you Google’d your executives and your business? Do your search while using Chrome’s “Incognito” feature and you’ll get a view of what others see about you first. Don’t forget to do an image search too. When you raise awareness of your company Google searches by the public and the press are fair game.

If you’re not happy with what you see, you can do some reputation management blocking and tackling, which will take some time. So be sure to do this well in advance of any major announcements.

 

Public Relations: Define Your Key Messages

What are you trying to say and to whom? What truly makes you special and why should anyone care. Remember, when you’re trying to attract press, you need a STORY, something newsworthy. Unfortunately, due to the sheer number, a product launch is rarely newsworthy, that’s not to say NEVER, but usually, there has to be a story to tell along with the launch.

Make sure you’re so prepared with your key messages that no one can distract you from your message, which is wrapped nicely in the context of your business story.

And while you’re at it, make sure that the press you’re sending your story is important to the readers of the publication or outlet your pitching.

Public Relations: Consider Media Training

If you’ve never done press before, it might be more nerve-wracking than you expect. Yes, journalists are people too, but it’s not their job to make you look good, that’s your job.

The journalist’s job is to write a story people will be interested in reading.

Sure, some publications will be very friendly, but all will appreciate your extra level of professionalism.

Spending at least a day preparing by recording yourself in front of a camera with some best practices for PR will pay for itself a million times over, because inevitably, there will be a question you didn’t expect, and having the tools at your disposal to help you keep your cool will give you confidence.

 

Content: A MUST: Good Photos 

Great headshots and product pictures are not a “nice to have,” they are a requirement. Don’t even think about sending a selfie. Make sure the images are high-resolution enough for print. If you have the budget, get a video too since you’ll use it over and over for all sorts of purposes.

You can have some photos done that showcase your  business personality, but definitely get basic headshots and product pictures on white and black backdrops.

You’ll be bummed out if you get the press of a lifetime but there aren’t any product shots or pictures of you and your team because they were low-quality or low-resolution.

 

Managing your online and media reputation is critical to your business, particularly if you’re a new brand, a relatively unknown brand, or your doubling down on an initiative like fundraising or an IPO. It’s shocking how few brands keep up with their own reputation. The thing about your reputation is that when it’s hurting you, you’ll never know because you can’t measure what’s not there. So be proactive about your reputation at all times and it will pay for itself.

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4 Reasons Why PR Boosts Marketing Results

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4 Reasons Why PR Boosts Marketing Results

 

[Estimated Read Time: 4 minutes]

One thing is for certain: These are only 4 reasons why PR boosts marketing results almost immediately.  Brands, business owners, and entrepreneurs often overlook PR as part of their marketing strategy. That’s a shame because one thing you’ll notice about any top-level brand in any vertical is a cohesive and integrated PR plan. Savvy CMOs whisper to one other that PR is their magic bullet, the secret sauce to their most successful marketing campaigns.  Put another way: PR is only useful if you want to be recognized as the best of the best.

Why then do emerging brands ignore PR? It’s often a case of not really understanding what PR’s role is in the marketing ecosystem. That’s understandable because it’s a more nuanced form of marketing. PR and marketing are very complimentary siblings.

So how does PR boost growing brands and their marketing initiatives?

PR CREATES TRUST and SOCIAL PROOF

With competition higher than ever, and trust in businesses lower than ever, this is perhaps one of the most important roles of PR. Whether you’re in an emerging industry or an established one, PR helps your investors, bankers, stakeholders, and customers understand you better and trust you more.

It’s because you give up some creative control in PR that the reader assigns enhanced trust. You don’t WANT your press coverage to sound like an ad, you want your press coverage to sound authentically observational.

 

Advertising conversions go up when paired with PR.
Investment easier to secure once you’ve been in a top-rated business publication.
Customers proactively advocating for you once they see you in their favorite magazine.

 

That’s because everyone understands the difference between a third-party endorsement, like press coverage, and an ad. The additional layer of trust secures new opportunities and reinforces existing ones. If you’re spending money on advertising, why not boost those marketing efforts with PR?

PR BOOSTS YOUR GOOGLE RANKING AND VISIBILITY RESULTS

A modern PR firm like Avaans Media understands that PR and Marketing work together and a critical connector is your reputation on Google. Anyone even thinking of connecting with your brand whether through purchase, investments, or partnership, will absolutely begin their research with a Google search. Here’s the good news, you are in control of your Google results!

The News Section of Google is the most credible section of a Google search and that’s where you want to be. PR does that for your brand and company.

It’s “only” that. It’s those valuable inbound links to your website. Google evaluates the credibility of your inbound links and news outlets rank towards the most important of those signals. But don’t take our word for it, Google your brand and Google your top competitors, you’ll know right away that there’s the opportunity for you to create an advantage.

When your brand is in the press, you’re telling Google you take your digital reputation seriously.

 

360 DEGREE PRESENCE WITH PR

We live in a complicated multi-channel world. It used to be said that it took 7 touch points for people to recognize your brand. In today’s multi-channel, dual-screen world, we believe it’s closer to 12 for consumer engagement and in B2B, it’s said that up to 90% of the decision is made before a client ever talks to a salesperson. Those touch points can come from any channel you choose, but what’s most important is that it’s visible to those looking for it and that they are credible sources of information for the client, customer, or potential stakeholder.

PR is stickier, more credible, and easier to find than an ad. 

In today’s digital world, if your brand has grand ambitions, you simply must allow PR to support your paid media. It’s the ultimate buying equation.

BOOST YOUR MARKETING WITH PR ACTIVATION

This one is a bit more strategic, but the perspective PR brings boosts marketing initiatives. Have you ever seen an advertisement or an event covered in the press? How amazing is it to take a piece of earned or paid media and activate with press coverage? It instantly elevates all your marketing efforts. Have ave you ever wondered why some things get press coverage and others do not? That’s the magic of an integrated PR and marketing perspective. PR can often give that strategic edge that creates a press-worthy event or advertisement. This is true in consumer and B2B marketing initiatives. Throughout the years, we’ve secured millions of dollars for marketing-driven initiatives because there was something notable or timely, or intuitive about the marketing initiative.

PR is like the midas of marketing, it adds value to everything it touches.

Alternatively, we have helped our clients avoid embarrassing pitfalls that could have generated negative press or created a social media firestorm. PR agencies maintain that 3rd party that is so important to helping CMOs cut through the noise. These 4 ways PR boost marketing results aren’t exhaustive, the opportunities are endless.

 

At Avaans Media, we take a truly holistic look at your marketing efforts and constantly identify ways for emerging and ambitious brands to maximize marketing and PR. Yes, we consistently secure press for our clients, but we’re also always looking for ways to maximize paid initiatives like SEO and advertising. Contact us today for valuable insights you can start using immediately. 

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